Should Marketers Consider ChatGPT for SEO and Content Strategy?

ChatGPT is here, and it is here to revolutionize the future of SEO and content strategy.?The AI can be considered as your friendly colleague who can assist you in various tasks such as answering follow-up questions, challenging incorrect premises, and rejecting inappropriate requests. It uses Reinforcement Learning from Human Feedback (RLHF) which adds the human touch.

Here's why marketers should consider using this amazing tool as part of their content and SEO strategies.

What is ChatGPT?

In a nutshell, it is a new chatbot developed by OpenAI that is designed to interact with human users as naturally as possible. The chatbot was built with the intention of adopting?"a conversational style” with its human interlocutors.

Unlike traditional chatbots, ChatGPT isn't connected to the internet and does not have access to external sources of information. It instead relies on the data it has been trained on to generate responses. This data includes a vast array of texts from various sources, including books, articles, and websites.?

The main purpose of GPT is to understand and generate human-like text, not to search the internet for information.

How Can You Use ChatGPT for SEO?

Keyword Analysis

This is a fairly straightforward and simple process. All you need to do is ask ChatGPT about the needed keywords, and it will provide you with a list. The keywords provided are derived from the latest internet trends.?

ChatGPT's use of natural language processing and understanding of context and associations allows it to generate more creative and diverse keyword ideas compared to classic tools. However, ChatGPT may not be as effective as classic tools at providing data on search volume and the difficulty of ranking for certain keywords.?

Regular Expressions for Content Reporting

ChatGPT can parse regular expressions (regex), a solid but sophisticated system for detecting specific patterns, such as dates in a string of text or the name of a server in a URL.?

One of the most common uses of regex for SEO is in Google Analytics, where regular expressions can be used to set up filters so that you only see the data you want to see. In this sense, the expression is used to exclude results, rather than to generate a set of inclusive search results. This can help in monitoring and fine-tuning strategies for SEO purposes.?

Setting Up Custom Pixel Conversions

Custom Conversions allow advertisers and/or business owners to track and optimise for conversions without adding anything to the Facebook pixel code that is already on their website. Without custom conversions, only standard pixel events can be tracked; which means you wouldn't be able to track how many purchases of a specific product occurred or optimise for that specific purchase.

If you need to send a conversion event when one lands on your landing page and scrolls through 20% of the page. Now you don’t need to hire a developer to get the job done. You can instead go to ChatGPT and ask: “send Facebook pixel custom conversion event once as users scroll through 20% of the page using JavaScript” and it will do the work. This will save a lot of time and effort.?

Optimizing Featured Snippets

Featured Snippets are short snippets of text that appear at the top of Google’s search results. The content that appears inside of a Featured Snippet is automatically pulled from web pages in Google’s index. Besides paid advertisements, Featured Snippets are the first listings people see on search results pages.

You can use ChatGPT for generating a lot of questions related to your website and then also come up with the appropriate answers. This might improve your chance of a featured snippet.

How Can You Use ChatGPT for Content?

Data Journalism

Data journalism is a type of journalism in which reporters create stories using massive datasets, it focuses on numerical data and graphs. Today, big and small media outlets, companies, and organisations use data tools to discover stories, gather and model data, and craft long-form features in a way that’s quick and effective.

ChatGPT can be used to generate simple news articles or reports based on data, but it is currently not advanced enough to fully understand and analyze complex situations or accurately report on them with the nuance and depth that a human journalist can.

Generating Blog Outlines

If you have a blog topic ready, you can ask ChatGPT to create an outline of the post for you.?By using prompts that ask for more detailed or specific information, you can create a longer and more comprehensive outline for your blog. This will help ensure that you thoroughly understand your topic and that your blog covers all the key points you want to make.

Make sure to double check that information provided is accurate and relevant. Don’t publish AI-generated content without adding insights, examples, and information to prove that you have first-hand experience in the topic.

Email Marketing

With just a simple prompt, ChatGPT will generate writing suggestions, complete sentences, and even entire emails for you. It can even come up with a subject line for your email and suggest relevant calls to action.

ChatGPT can also review your email copy in ways other tools can’t. Once you are done with the writing process, you can use this tool to check for spelling mistakes, grammar errors, and sentence structure. It also helps in checking for plagiarism and making sure that your content is unique.

Brainstorming Topics

With just a simple prompt, ChatGPT will generate writing suggestions, complete sentences, and even entire emails for you. It can even come up with a subject line for your email and suggest relevant calls to action.

ChatGPT can also review your email copy in ways other tools can’t. Once you are done with the writing process, you can use this tool to check for spelling mistakes, grammar errors, and sentence structure. It also helps in checking for plagiarism and making sure that your content is unique.

What Are Some of The Issues With ChatGPT?

No Internet Access

OpenAI can't access the internet. It won't provide real time or location-based information. It similarly doesn't work with urls or reference anything on the internet.

Yet, that being said, if it can crawl the web, it goes beyond what one might expect of a language model, so this expectation is likely to be unrealistic unless OpenAI implements some form of online learning that consistently updates the training data so that Chat-GPT is always up to date.

Low Emotional Intelligence

ChatGPT lacks the ability to truly understand the complexity of human language and conversation.. This means that the responses it generates are likely to be shallow and lacking in both depth and insight.

It will serve the role of doing the grunt work, but humans will still need to add in a more personal touch.

Could ChatGPT get so advanced that even this editing isn’t necessary? Maybe.

Wrong Answers

Unlike other AI assistants like Siri or Alexa, ChatGPT doesn't browse the internet for answers. Instead, it constructs a sentence word by word, selecting the most likely "token" that should come next, based on its training.

ChatGPT arrives at an answer by making a series of guesses, which is part of the reason it can argue wrong answers as if they were completely true.

Sustainability

Evendigital products require energy to develop and consume, thus they have a carbon footprint.

In a study by Berkeley University on the subject of power consumption and AI, OpenAI's sophisticated natural language model used 1,287 megawatts (=1.3 Gw) and produced 552 metric tons of carbon dioxide emissions. This is roughly equivalent to driving a car 1.3 million miles - in one hour!

Is ChatGPT Content Possible to Detect?

Google algorithms have evolved to be able to detect AI-generated content. The technology is trained based on various articles, websites, and books, so it can recreate and identify?what has already been available to the public.?

The thing is that it’s against Google’s guidelines to use AI-generated content, this has become even more relevant with the rollout of its Helpful Content Update. If the algorithms detect you using auto-generated content, your SEO will definitely take a hit.?

Conclusion

Overall, ChatGPT can be a valuable tool for SEO and content strategy when used in conjunction with other tactics and methods. By generating high-quality content and optimizing the structure and layout of a website, ChatGPT can help improve a site's ranking in the SERPs and increase its visibility and traffic.

The golden rule among the SEO community remains: nothing can compete with high quality, original content written by humans. AI tools like this have the ability to disrupt SEO, but in a positive way; they'll encourage SEO professionals to strive for a higher standard of expertise and output.?Rather than considering ChatGPT as a threat, it may enhance the work of SEO professionals rather than actually replace them.?

Resources:

Bloomberg - Are you a robot? (n.d.). Bloomberg. https://www.bloomberg.com/tosv2.html?vid=&uuid=c0fd0fb1-9367-11ed-9012-59435641476e&url=L25ld3MvbmV3c2xldHRlcnMvMjAyMi0xMi0xMi9jaGF0Z3B0LXRoZS1ncHQtMy1jaGF0Ym90LWZyb20tb3BlbmFpLW1pY3Jvc29mdC1pcy10ZWNoLW1hZ2lj

ChatGPT: The Ultimate Keyword Research Tool? (6 examples). (n.d.). https://seo.ai/blog/chatgpt-the-ultimate-keyword-research-tool-6-examples

Grant, N., & Metz, C. (2022, December 21). ChatGPT and Other Chat Bots Are a ‘Code Red’ for Google Search. The New York Times. https://www.nytimes.com/2022/12/21/technology/ai-chatgpt-google-search.html

Ludvigsen, K. G. A. (2023, January 8). The Carbon Footprint of ChatGPT - Towards Data Science. Medium. https://towardsdatascience.com/the-carbon-footprint-of-chatgpt-66932314627d?gi=afcc3997253e

Montti, R. (2022, December 28). ChatGPT For Content and SEO? Search Engine Journal. https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/

Temporary policy: ChatGPT is banned. (2022, December 5). Meta Stack Overflow. https://meta.stackoverflow.com/questions/421831/temporary-policy-chatgpt-is-banned